Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens

2018 ◽  
Vol 43 ◽  
pp. 149-156 ◽  
Author(s):  
Anup Krishnamurthy ◽  
S. Ramesh Kumar
Keyword(s):  
Word Of Mouth ◽  
Brand Image ◽  
Electronic Word Of Mouth ◽  
Consumer Expectations ◽  
Moderating Role

scholarly journals BRAND IMAGE AS A MEDIATION OF ELECTRONIC WORD OF MOUTH ON PURCHASING INTENTION OF LANEIGE

2020 ◽  
Vol 5 (2) ◽  
pp. 180-193
Author(s):  
Chikita Fatimasokasari Supradita ◽  
Surpiko Hapsoro Darpito ◽  
Dwi Hari Laksana
Keyword(s):  
Word Of Mouth ◽  
Brand Image ◽  
Positive Impact ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Validity And Reliability ◽  
Purchasing Intention ◽  
Analysis Technique ◽  
The Impact

The purpose of the study was to know and analyze the role of brand image as a mediator of the impact of the Electronic Word of Mouth on purchasing intention of Laneige’s product. A sample of 100 respondents used a purposive sampling technique. The type of test used to analyze the data was the validity and reliability test. The data analysis technique used is path analysis. The results of  the Electronic Word of Mouth study have a significant and positive effect on brand image and purchasing intention. The Brand image also has a significant and positive impact on purchasing intention and directly has a role as a mediator on the impact of Electronic Word of Mouth on purchasing intention of Laneige’s Product.Keywords: Electronic Word of Mouth; Brand Image; Purchasing Intention

scholarly journals The Role of Electronic Word of Mouth In Improving Brand Image of Online Shop

2019 ◽  
Vol 23 (1) ◽  
pp. 53
Author(s):  
Sri Vandayuli Riorini, Christina Catur Widayati
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Image ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Online Store ◽  
Processing Data ◽  
Online Stores

Brand image is a strategy that is widely utilized by companies to win the competition. To identify the factors that influence the brand image of online store, empirical study was conducted to analyze the direct influence of electronic customer satisfaction, electronic word of mouth toward the brand image of online store, and to analyze the indirect effect of electronic customer satisfaction toward the brand image of online store through electronic word of mouth. Data were collected from 200 online store consumers and analyzed by Structural Equation Modeling method. From the results of processing data to test the proposed hypothesis, it is known that to improve the brand image of online stores, the online store manager should focus on how to boost the number of consumers who will provide reviews about online stores or push electronic word of mouth.  

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